Part 2 Problem Solving Exercise: visualising your ideas
I was told in the exercise that this brief could be made more specific so I want to try and create a leaflet that encourages volunteers to help with a local charity. I want to create more of a blueprint that could be used by anyone, instead of for a specific charity but it needs to be appealing and encourage participation. The leaflet will be sent via post but also handed out within certain spaces and placed within display racks. This means it needs to cater for every eventuality.
Through a very quick google search, it soon becomes apparent that there is a style that emerges across all of the volunteering leaflets and there is always a lot of information. The one on the left is about joining the Police Support Volunteers and there isn’t much to catch the eye before throwing a lot of information at the audience. The way in which this leaflet will fold means that the information is hidden to start with but the audience of this leaflet appears to be for those that already have an interest in joining the Police Support Volunteers instead of gaining new interest like my brief. Therefore, it is important to consider this in regards to restricting the amount of information within the leaflet or how this is presented. This leaflet doesn’t appear to have any folds included which means everything you see now is everything you will have to read as part of the leaflet. In a way this is an advantage but once again it isn’t part of my brief, I need to include the folds in some way. But here the bold ‘We want you’, quickly outlines the aim of the leaflet and would be the first thing that any reader would see if this were placed in a stand with other leaflets. The strong use of colour and graphics is something that I can take from this design. Although I am not expected to create this, it is something that needs to be considered as part of my design process to make sure that each component can be balanced based on the segments that are created through the folds. Equally, using a combination of images and text means that it appeals to different visual learners. Once again, this leaflet uses colour and different typefaces in order to stand out, however, I don’t think it has been done as effectively here. I understand why the hands are used but they look a little odd and add too many tonal variations on to the one leaflet. They would have been better to use the questions in the centre, as this stimulates a thought process within their audience, along with a different graphic. Or, they could have just put ‘Want to make a Difference?’ on one side of the leaflet and then put more information on the other side. This would then become something that could be posted through people’s doors. Of course this could be posted as it is, but if it is double sided there is this idea of a postcard instead of a leaflet coming through your door. Leaflets immediately get thrown away, by most people, whereas, postcards, because they are usually from a loved one, there will be more reading involved which is needed with something like this. What makes a leaflet more successful to put through someone’s door compared to putting in a stand with other leaflets? How do you stop someone from discarding this leaflet? Questions are a strong stimulus not only for me during the design process but for the reader as well.
All of these designs seem very simple and almost predictable. The layout of a leaflet seems to be the same from one to the next, rarely with any variation. So when it was mentioned that the leaflet needed to fold within the brief, I wanted to look at more origami structures as these can provide so much more interest and will create a completely different visual focal point to interest the viewer. The below designs folds out revealing different information at each layer. The changing of folds can provide a really good way to introduce some geometric designs. This also provides an easy way to divide up the information without it being in one block like the policing leaflet.
The form of these leaflets would make little sense on a plain structure, however, this interesting structure has created a really interesting focal point and they encourage visitors to engage with the information that is needed to understand aspects of the museum. My focus on these leaflets is the way they are presented. As they are such a unique form, it wouldn’t be right to just put them in a rack at the front door, which is why, a whole other display and focal point is made through the collection shown together (below). Doing this means that each leaflet can be fully viewed, something that wouldn’t happen with a typical leaflet rack. With my leaflet, I don’t need to consider it as a series just yet, however, I do need to think how it will be displayed. Hanging them up in this manner is unlikely but this doesn’t mean they can’t be displayed in something more unusual than just a leaflet rack. If this were the case, the leaflet can easily get lost with others when you want it to be easy to find and stand out.
How do these actually fold out?
What works and what doesn’t work? - There is a lot of surface area with this leaflet, plenty of space to put information without it remaining too big, it manages to fold up quite small. - It is quite hard to store in order to refer back to. It cannot be pinned on a noticeboard unless it is folded up and then trying to quickly reference it becomes harder. - It would also be quite bulky to post if this is the presentation method but similarly, if this were put in a leaflet rack, it would easily unfold inside its segment. - Surface area is a massive advantage but ideally it would only require one sheet of a regular paper size instead of having to cut and stick different sizes together.
What works and what doesn’t work? - Not enough surface areas to fill with text. - Larger focus on images but there is no space for text then. - It does fold up small and effectively but still there is difficultly for it to stay folded up if it were placed in a rack and in the post it would again be quite bulky.
What works and what doesn’t work? - Intriguing design but there is the association of an envelope being linked to an invite. - Able to reveal information in a specific order so the audience is guided around more specifically in regards to what you want as a designer. - Not quite got enough space for all of the information - the digital copy shows that the text would have to be quite small to fit into even the largest segment of the leaflet. - Complicated for the audience to try and fold back up.
How much does 120 words really look like?
Using Lorem Ipsum, 120 words would look like this: id nibh tortor id aliquet lectus proin nibh nisl condimentum id venenatis a condimentum vitae sapien pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas sed tempus urna et pharetra pharetra massa massa ultricies mi quis hendrerit dolor magna eget est lorem ipsum dolor sit amet consectetur adipiscing elit pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas integer eget aliquet nibh praesent tristique magna sit amet purus gravida quis blandit turpis cursus in hac habitasse platea dictumst quisque sagittis purus sit amet volutpat consequat mauris nunc congue nisi vitae suscipit tellus mauris a diam maecenas sed enim ut sem viverra aliquet eget sit amet tellus cras adipiscing enim eu turpis egestas Having this at a legible font size will take up quite a bit of room so the previous designs could struggle for space and any bigger, the larger the paper would have to be and the larger the envelope to post it in. May have to revisit some of the less interesting designs as this will allow me to fit all the information on and be the most practical for posting any promotional material. Also, the more folds created, the smaller the space to work with so these need to be kept at a minimum.
What works and what doesn’t work? - Less like an invite here but now it is too linear, there is less interest and it is quite boring with no focal point being created. - When unfolded this structure becomes even less interesting and doesn’t create the geometric design that some of the others have achieved. - However, there is enough room for all of the text.
What works and what doesn’t work? - This design is getting there, it brings together the different ideas that have worked on previous designs as the leaflet is easy to open and close for the audience after they have read it once, the information can slowly be revealed to the audience in an order created by the designer and in doing all this, it doesn’t appear like an invite. - I’m not sure that the text is big enough so that 120 words can fit into each segment. - The order may need reconsidering so that the front and back of the leaflet is both equally as intriguing.
What works and what doesn’t work? - Similar to the last design just a slightly different layout. It means the text can be placed into larger sections so the text can be larger but it also needs to be small in some other sections. In some ways this creates an effective visual heirarchy but in others, it needs to be reconsidered so the text isn’t too small. - Can reveal information in a particular order again so that the information is structured for the reader. - Easier than any other design to fold back up and not too bulky for the post whilst still remaining interesting if it were to be placed within a leaflet stand.
Why would I pick up a leaflet? - Bold colours and interesting patterns - Grabbing Title, not something generic - Intriguing layout (only something that I have been focusing on since my own interactive work but you don’t realise how much this effects someone’s interaction. If they are having to change the positions of their hands it becomes more interesting as it isn’t just a quick flick through, you are being forced to engage with it, change the orientation etc) - Strong font - It needs to be different to the rest but still fulfil the role
Why would I put a leaflet down? - Looks like too much reading, suddenly hit with a large volume of text instead of it being slowly revealed to you. - Nothing interesting on the very front, looks like it won’t interest me or effect me. - Spelling mistakes! - If it doens’t look professional I will still give it a chance but if they don’t look to have taken their advertising seriously, how do they expect me to be serious about volunteering with them.
Make sure that the folds are easy so that they can also fold it up when finished. Interesting images and
Colourful but not too overpowering
graphics (doesn’t just have to be photography work)
How can I make this Leaflet more appealing so that people pick it up to read? Bold and interesting title (not my choice of title with this brief but the positioning of it will be important) What if this wasn’t just a case of unfolding something....what if there was another component like different paper types combined?
Balance out the reading and graphics. Don’t want them to be hit by too much reading or too many images at once. Slowly reveal new information with each unfolding instead of all at once.
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once opened up
More effective layout compared to the last design however, some of the text is still too small in order to fit into the ‘text’ segments that I created.
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The portrait version works more effectively and although everything is basically in the same position, the size is more appropriate for the previous design.
The last two pages have trialled slightly different layouts however, they haven’t worked as successfully. Adding in acetate into the designs also hasn’t proved as effective as I had hoped. The expectation was that this would elevate the design, create something that the reader would want to cherish more and they would be less likely to throw away. However, the acetate confuses the design even more and makes the folding too difficult, especially when it is attached to the plain paper.
The acetate wasn’t working in the originally intended form but I wanted to still see if this could act as a way to reveal the information inside. Originally I thought this could work and it had great potential however, I am not sure it will work as effectively as I had hoped. Putting the important information on an aspect of the leaflet that could get easily lost is not a clever idea as what happens if this does get lost? What does the reader do then?
There were two main paper types that I wanted to try as part of this. One was a heavy card but not as heavy as the other paper type I had been using in experiments, whilst the other was more of a poster paper card type that would have folded easily and stayed closed. (For reference the top photos are going to be paper 1 and paper 2 is the bottom paper type). Paper 1, although being a thicker card, seemed to fit the purpose better. It wasn’t going to get ruined in someone’s bag after receiving the leaflet (possibly being handed out on the street or in leaflet racks) whereas paper 2, would easily get ruined and the effect of the design would be lost. However, paper 1 is slightly off white, paper 2 is stark white. Although this shouldn’t be an issue, I had wanted to create this band around the design that highlighted the name of the organisation, and an off-white is hard to match if I were to use a thinner paper type for this. This is where it is beneficial to have created the mock-ups but it is important to translate these designs to digital elements so that you can see if it works in practice.
I think using paper 1 would be more effective for this client. They want something that can be posted and handed out or displayed in relative spaces. It needs to be stable whilst not being too thick and not able to be printed on through a standard printer. Although paper 1 is off white, I don’t think that it will need the banner around it. It has enough space for all of the information without the text being too small but also the banner becomes something that easily gets lost. It is quite difficult to make this stay on without making it so tight that it doesn’t come off. Equally, it the name of the organisation is on this banner, and the banner gets lost, although the name will feature in other elements of the text, it needs to be clear on the front where the leaflet has come from.
This brief was an interesting one for me. I have always loved playing with more practical elements of design, as evidenced in my first assignment as well as my photography degree. However, being tasked with designing a leaflet was a little different for me. It had to be read in a certain way and function as a leaflet, previously I didn’t have the same concern, the paper folding element came into my work naturally instead of being a feature that had to be considered from the start. Despite this, I was able to start experimenting with more unique ways of creating a leaflet. I didn’t want to do the bulk standard folds as these are often quite boring and don’t stand out when they are being displayed or when you receive them in the post. Doing a more unique fold like I have done, provides a different focal point. It also enables for a more interesting read as the designer can control the exact way that the information is read. However, once again I learnt that I try and overcomplicate the task. This time I also had to consider the structure with text, instead of images like I usually do, which made me focus on how successful the structure with different criteria. Overall, I do think this design works effectively as the information clearly fits on the design without having to be too small in font size but also there is enough room for extra details, images and at no point does it look over crowded. The design is playful and intriguing which creates a strong focal point and is different to other leaflet examples that I looked at. And for this reason, it will stand out when received by potential volunteers.
What have I learnt with this project? - There is always another way to arrange the information, it is interesting to see how these small changes change the visual heirarchy as they have quite a large impact, something that I often overlooked. - Paper weight can change not only the literal feel of the laeflet but it can also change the way it is considered. - Always remember to print digital mock-ups during the process as this can influence a choice, just writing ‘text’ in a section isn’t enough as you don’t get the impression of how big the text it has to be and this is important in developing the design.
Tutor’s Feedback: This is your strongest project because I can see how you have been experimental and open to exploring the brief. You have produced a wide range of ideas and visualised them through a range of thumbnails, mood oard, mock-ups and prototypes. You were asked to explore different ways you can fold paper to make a leaflet for a voluntary organisation and you have done this extremely well by: - Producing a good range of primary research showing that you can select good examples of leaflets appropriate to the brief - Being playful, there’s lots of experimentation with format and a good range of prototypes explored. - Good analysis - Referring back to the examples you have sourced in your research, and comparing your designs to these so that you can be more objective with your work. - Using good self reflection to improve your understanding of Graphic Design How you can improve your work : - Remember to consider the communication of the work rather than just the look of it. - Beware of long lines of text which are hard to read - Use hierarchy of type to so that the most important information is read first. - For help and support join OCA Student forum as well as friends, other students find this helpful to get feedback on their work.
My Reflection: This was definitely an exercise where I could see myself being experimental in new ways than I had been before (and perhaps more experimental than I have been for many other exercises within the module). The line length is something that I became more aware of after completing part 4, and this also applies to the hierarchy. In terms of communication for a lot of the leaflets, the communication was obscured by the layout and complexity of the design. The sections were just too small that it would be difficult to read the information. This is why I tried to reduce the amount of folds on the leaflet in order to make the communication of information easier (without having to either make the text really small to fit in a section or making the information spread over a fold).
What works well? What doesn’t? - Interesting play with hierarchy from the start in terms of the layers. - Plays on the most common form of leaflet structure which proves its success in communicating a message. - Having to turn the leaflet over for more information doesn’t feel natural with this structure and therefore, the information is quite easy to miss. - The front part is interesting but nothing interesting about the remainder of the structure. - The communication would be very clear with the audience, clear distinctions between sections and a reasonable line length will be achieved. It won’t be too long but also there is enough room to contain all of the information in each section.
What works well? What doesn’t? - Interesting forms created. - Information can be revealed slowly and in the required order by the distributor. Having text 1 next to all of the other blocks of text means that the basic information can always be easly accessible. - The line length is a little confusing for the first two sections, it will be continuously changing which doesn’t make for an easy read on the eye. - Some people may think that they have to unfold the sections where the contact details will be but then the text will be the wrong orientation. To prevent this from happening it would have to be stuck down (more hassle that ideally wanted, got to think of mass producing these leaflets) - Plays on the most successful form of leaflet (best way to communicate information seems to be with this base structure) but the slight twist on it means that it will generate interest without being too complicated.
What works well? What doesn’t? - When you first pick up the leaflet, the instinct is to open it and it means that the image is missed. Although this isn’t the most important part, it would appeal better to visual learners so maybe the way the flap works needs to change. - There is plenty of space for the text and the sections aren’t too small so there is enough space to communicate the message clearly without it having to put at a really small font size. - Having the logo sideways may confuse some people, they may not be sure which way round (in terms of orientation) the information is going to be on the inside. - It is clear what order the text should be read in and a hierarchy can be created across the three. Having the key information (text 1) always on show once the leaflet is open is also a constant reminder of the basic information.
I found that designing the front and back of the previous leaflet really helped to elevate the design so I wondered if I could do the same with one of the most basic structures that I identified. This design does effectively communicate a message to the audience, the line length isn’t too long as the average per line of other leaflets was 5-7 and this fulfils this whilst still creating a hierarchy with various text sizes. Although this leaflet achieves this, it doesn’t achieve anything in terms of being interesting for the audience and it wouldn’t encourage someone to pick the leaflet up as it just appears the exact same as everything else.
What works really well with this design is that the information is revealed to the audience in a specfic order, it is easy for the distributor to reveal information in a selected manner to the audience whilst also being able to feature images that will encourage participation and a separate section with the contact details on. The information also is placed within a hierarchy so that it is clear what should be read first when three sections are placed next to each other. Another comment made by my tutor was in regards to the line length. Some sections have a slightly longer word count across some lines (reaching a maximum of 10) whilst others stick to the average of 7. Each block of text though is on an area of the exact same size to the next and this width is actually smaller than that of the designs on the previous page. This therefore shows how one design has informed the next in terms of judging its success but this final design on the right has more interest for the reader which is something that was important.
Evaluation: Whilst completing this exercise in chronological order throughout the module, it was a real turning point for me as it reminded me of how much I like to experiment not just digitally but also physically with the medium that I’m working with. This was evident to my tutor as I had a more methodical way of working my way through the process, problem solving as I went in regards to issues that some mock ups would create but not others. It resulted in me producing a structure that had a strong basis in terms of looking at what would function for what I needed. Transitioning between digital and physical allowed my creativity to show in different ways and come up with ideas that maybe I wouldn’t have thought of in the other medium. The most important reason for creating mock ups in this way was due to the 120 word requirement. I needed to make sure that the words could fit in the sections that I created. Sometimes they didn’t and this was where it was important to revisit my research. I was able to identify the ideal line length and roughly how much space needed to be allowed in order for the design to work successfully. The line length was something that I still didn’t quite get right when I showed my tutor my work originally but through looking closer at previous examples, I was able to create a structure that reflects all the previous mock ups that I made . Some of the designs that I created had some interesting shapes to fit the text into and I made sure that in order to fit the text into this space, I used Illustrator. As mentioned before, Illustrator was not my preferred programme but I didn’t know how to do it on Photoshop and what I knew about Illustrator made it the more obvious choice as it kept the quality of the text whereas Photoshop had a tendency to pixelate it. Although it did take a little longer, I was able to get to grips with some of the more basic functions of Illustrator to help me in future projects. Other than visualising using different methods, between digital and physical, I was able to try visualising through using different materials. The acetate seemed like it had potential but unfortuantely this was going to hinder the reading of the information for the audience. Instead, just using different card types influenced the way the leaflet was also read. What helped here was the fact that I knew what I wanted to achieve with the designs and this enabled a clear creative voice to develop from the start of the exercise. Obviously this was influenced by research at the beginning but because some of my previous work involved a lot of paper folding, I was comfortable with the concept, even though the intention now needed to be shifted. Overall, the final result that I was able to create for this exercise highlighted the ongoing concept of problem solving throughout a project. Visualising ideas in different ways meant that problems did come up on various occasions but that was the focus of the project and each problem was overcome and addressed through the following designs. Being able to work so closely with the materials on such a project really did help me come up with more creative ways of addressing the problems and have a clearer concept of how the leaflet would be received and interacted with by the reader. Originally I had hoped to use just a sheet of paper so that there wouldn’t have to be any cutting involved after printing but the way that I designed the final leaflet requires this. It results in a more interesting composition and structure which helps to add a layer of interest to the leaflet. This was something that I identified as important and therefore, small compromises like this sometimes have to be made.